Marketers go to extraordinary lengths in order to acquire
customers. And customer courting hits all the hot buttons—between deep
discounts, special upgrades, and extra benefits, customers are made to feel
special for doing business with these companies. But once prospects have been
converted into customers, marketers must focus the majority of their resources
on acquiring more customers.

Yet the majority of complaints from customers don’t pertain
to the buying process; their anger is sharply focused on the experience thereafter. (Just search
Twitter for any major brand and the frustration from customers is on full
display.) Poor experiences lead to customer attrition, which presses marketers
to focus on acquiring yet more
customers in order to make up for the high rates of churn.

It’s a numbers game
that is played out every month, with the hopes of more customers gained than
lost.

Mobile is a boon to the customer experience, because mobile
provides myriad ways for marketers to delight customers and improve their
experiences in ways that they previously weren’t able.

In this segment, I guide marketers on how to wield mobile as a way to identify innovative ways to streamline customer interactions, remove friction from customer-centric processes, and deepen the overall brand experience for customers. Included are case examples of sophisticated companies tapping mobile apps, mobile augmented reality, and mobile technologies to innovate their customer experiences through mobile.

Get Part #5 here. And for other mobile-innovation content, please choose from the below: